The ABC of Truth & Reality of RNI

The latest ABC for the year 2023 is out. After this audit, which was taken as a whole year, it will be again a bi-annual audit.

Many leading publications, having dropped huge circulation copies post-COVID, have preferred to stay out of ABC as a strategic move. They influence the agency and clients based on perception, not on real numbers. In editions where they are truly strong with numbers they go for ABC audit, or they submit themselves to RNI for certification. Many of the leading publications both in the English and in the language space have moved to the RNI as it effortlessly gets them to show higher numbers.

If clients and agencies are aware of how RNI and ABC figures are compiled, then one will come to know how far the RNI figures deviate from reality. One should also question publications: why some of their editions choose to be in ABC and some in RNI.

Before ABC issues a certificate, a team from an empanelled audit firm appointed by ABC (audit firms get rotated) visits a publication for a minimum 30 days to verify every ledger, receipts, bills, invoice, and vouchers put up for expense or receipt in a newspaper office, whether it comes from advertisement, circulation or from scrap sales, to ensure that money that comes in or goes out is genuinely accounted.

This is done for all their editions. Every credit note of any department is verified and audited. This process is followed without any exemption strictly by the audit teams; India's top 25 audit firms are empanelled with ABC.